Rosy Tsai Info

Design / Identity

Conceptualised during the COVID-19 pandemic, Taipei Fine Arts Museum’s 2021 exhibition Affect Machine: Self-Healing in the Post-Capitalist Era reflects on global overproduction and explores how, in a post-capitalist age, art can empower people to slow down and confront their own subjectivity.

 

Exhibition photography ©Taipei Fine Arts Museum

The visual concept—applied across all elements, from the identity to exhibition collateral and catalogue—was inspired by Rebecca Horn’s Titanus Yellow (1988), a sculpture that rhythmically releases yellow powder from a wall-mounted machine into a glass funnel on the floor.

The yellow circles in the main visual are arranged according to the funnel’s cross-sections, with progressively smaller circles and rhythmic graphic elements evoking a mechanical funneling motion.

This art installation appeals to the senses, encouraging viewers to reconnect with their own bodies and experiences—making it a fitting starting point for the exhibition’s identity. The aim was to create graphics that resonate with the featured artists while, conceptually, sending out a healing wave to gallery-goers.

The exhibition brochure is bilingual, with the Chinese translation typeset on yellow pages.

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+44 (0)7964 684144
@rosytsai

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Rosy Tsai is a creative director with a strategic flair and over 16 years of experience across branding, art direction, and editorial design. She has worked with both leading agencies and independent brands in fashion, arts & culture, hospitality, and publishing.

With a background in Theatre and a sharp eye for detail, her work is emotive and rooted in storytelling. Rosy is the co-founder of Article Magazine and was Group Head of Design at Soho House until 2020. From 2022 to 2025, she served as Creative Director at Construct London.

Rosy approaches design as a collaborative process—focused on clarity, strategy, and purpose. For her, branding is not about imposing a style, but expressing a client’s identity with timeless intent.

She works with a trusted network of collaborators across photography, film, strategy, illustration, print, and digital—ensuring seamless, high-quality results from concept to delivery.

Rosy lives and works in London, and is fluent in English and Mandarin Chinese.